Google to give Project Ara its own marketplace to sell modular phone components

Google will create a store, complete with reviews and recommendations, to sell various modules and components for its modular phone project known as Project Ara. In an interview at Purdue University, Google's Paul Eremenko said that Google would be following the software model of the Play Store in creating a hardware store to sell modules for the Project Ara phone.

Eremenko said of the Ara marketplace:

By following the Android model, we are creating a free and open platform... The Ara MDK is free and open and available to everybody, so everybody could create a module per the specifications of the developer's kit and put it in the Ara module marketplace, which is analogous to the Google Play store, and sell directly to consumers.

What do you think of this strategy to sell modules direct to consumers? Are you interested in a modular phone?